Аннотация
In the contemporary digital environment, the acceleration of information flows intensifies covert mechanisms of influencing public consciousness, making media manipulation a highly relevant subject of academic inquiry. This study provides a comparative analysis of methods used to manipulate public consciousness across traditional mass media and new media platforms in Kazakhstan. The primary objective is to identify platform-specific characteristics of manipulative practices and determine their role in shaping public opinion. The scientific significance lies in developing an original typology of manipulation based on media platform differentiation, while its practical relevance relates to enhancing media literacy and fostering critical information consumption. The methodological framework integrates discourse analysis, comparative analysis, and an empirical sociological survey. The findings demonstrate that traditional media predominantly employ normative-discursive and authority-based manipulation, whereas new media platforms rely on emotional-moral and mobilization-oriented strategies. This study conceptualizes manipulation within the national media space as a platform-dependent, multifaceted socio-discursive phenomenon, contributing to media studies, journalism practice, and media education.